0324536380_77166

0324536380_77166 - 5 CHAPTER Consumer Behavior Chapter...

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Chapter Objectives Consumer Behavior CHAPTER 5 1 2 3 5 6 Define consumer behavior and describe the role it plays in marketing decisions. Describe the interpersonal determinants of consumer behavior: cultural, social, and family influences. Explain each of the personal determinants of consumer behavior: needs and motives, perceptions, attitudes, learning, and self-concept theory. Distinguish between high-involvement and low-involvement purchase decisions. Outline the steps in the consumer decision process. Differentiate among routinized response behavior, limited problem solving, and extended problem solving by consumers. 4
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CHAPTER 5 Consumer Behavior Consumer behavior Process through which buyers make decisions. • Marketers borrow extensively from psychology and sociology to better understand consumer behavior. • Consumer behavior is usually understood as a function of interpersonal influences and personal factors.
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CHAPTER 5 Consumer Behavior INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR CULTURAL INFLUENCES Culture Values, beliefs, preferences, and tastes handed down from one generation to the next. • Culture is a broad environmental determinant of behavior. Core Values in U.S. Culture • Work ethic and desire the accumulate wealth. • Importance of family and home life. • Individualism, education, freedom, youth, health, and others. • Consumers are adopting new values as communication technology changes.
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CHAPTER 5 Consumer Behavior International Perspective on Cultural Influences • Successful strategies in one country may not extend to others. Subcultures • Groups within a culture that have their own modes of behavior. • In U.S. subcultures can differ by ethnicity, nationality, age, rural versus urban location, religion, and geographic distribution. • Population mix in U.S. is changing as the Hispanic, African American, and Asian populations grow.
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CHAPTER 5 Consumer Behavior SOCIAL INFLUENCES • Everyone belongs to multiple social groups: family, neighborhood, clubs, and sports teams. • Group membership influences buying decisions. • Groups establish norms of behavior—values, attitudes, and behaviors that a group deems appropriate for its members. • Differences in status and roles within groups also influence behavior. • Some Americans make purchases to enhance their status within social
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This note was uploaded on 03/26/2011 for the course MKT 320 taught by Professor Finder during the Spring '08 term at North Alabama.

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0324536380_77166 - 5 CHAPTER Consumer Behavior Chapter...

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